Function

    • Marketing

Achievements

    • The payback period for QlikView was just a few months
    • Financial analysts are measuring ROI on marketing campaigns for the first time

Industry

    • High Tech

Qlik Product

    • QlikView

King.com transforms by analysing customer behaviour

As one of Europe's biggest gaming companies, King.com needed a way to see the patterns in the massive volumes of data their game players were generating.

King.com's games generate more than two billion rows of data daily, with volumes increasing every day. Hidden in this sea of data were the secrets to game replayability, customer retention and understanding the effectiveness of marketing campaigns.

Before QlikView, King.com's business analysts had no easy way to tap into the value of all of this data, which was stored in a Hadoop-based big data system. Marketers had to ask game developers to write scripts to track things such as the number of games played per channel. "Another big advantage of using QlikView was being able to extract data from different data sources," Mats-Olov Eriksson, Data Architect at King.com, says.

Analysing behaviour and marketing ROI

With QlikView, business analysts at King.com are now able to analyse 40 million customers' gaming behaviour. For the first time ever, they are able to determine the ROI of their marketing campaigns. They now have visibility of metrics, such as the number of players, number of games played, amount of time played, daily average revenue per user, continuous second-day retentions, daily and monthly active users and more.

Seeing the relationships in huge data sets

King.com chose QlikView because of the associative experience, which enabled business users to navigate huge amounts of gaming data to find the information relevant to them. With QlikView, users aren't limited to following predefined drill paths. They can navigate and interact with big data any way they want. More importantly, they can literally see the relationships in the data with QlikView's unique associative capability, which leverages all data dimensions, in any combination, during analysis.

More than 100 QlikView apps are now in daily use at King.com for a wide variety of purposes. "Implementing QlikView has cost less than 20% of the alternative solutions. The payback period was just a few months."

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